Just as the hiring of a salesperson doesn’t automatically create sales, having a website doesn’t automatically generate leads. While both represent a step in the right direction, they can’t do the job alone. Lead generation is a marketing process that begins with developing an interest from potential customers in your product, shifts to building a rapport with your company in that prospect’s mind, and ideally ends with a sale, or a client acquisition – dependent on the sector or profession under consideration.
Online lead generation offers a tremendous profit potential when correctly used. According to the Hinge Research Institute, companies that generate at least 60 percent of their leads using online lead generation techniques are 200 percent more profitable than companies that rely on offline techniques for the majority of their leads.
A Look at Techniques That Work for Online Lead Generation
Here’s a rundown on some of the most effective online lead generation techniques:
- Targeted landing pages. Instead of a generic, one size fits all landing page, create a customized landing page tailored to each of your target niches. You’ll create authority, and present yourself as the go-to company in that industry.
- Social media channels. Facebook, Twitter, and LinkedIn are just a few examples of social media channels that allow you to search with your keywords for prospective customers who are posting and sharing about your products. With the right content, you’ll be able to seamlessly join the conversation, and start building that all-important rapport.
- A company blog. Given that the majority of today’s consumers prefer to learn about products through informative articles rather than traditional advertising, a blog is a great way to start reaching out to your prospects. It’s also a great way to improve your search engine rankings. If you’re stuck for topic ideas, start off by answering common questions that customers have about your product or industry.
- Online press releases. Like a blog, online press releases not only provide informative content for your prospects, but help build your search engine credibility and ranking. Properly used, press releases can give your company that objective, third-party type of endorsement in the minds of prospects as well as the search engines. Just remember that your press releases need to have a newsy angle and not be blatant advertisements.
- Effective search engine optimization (SEO). We all know that better search engine rankings means a better chance for getting more visitor traffic to your website. The other side of the coin is that by using targeted keyword that searchers are actually using, you’re already talking their language and addressing their needs and concerns.